Food containers formed with one or more pop-out surface portions including advertising indicia and method of manufacturing the same

ABSTRACT

A food container formed with one or more detachable surface portions (e.g., pop-outs) bearing advertising or promotional indicia and a method of manufacturing the same. In various embodiments of the present invention, the one or more pop-out surface portions are shaped such that they can be fitted together to form a three-dimensional object (such as a toy, model, or animal figure).

BACKGROUND OF THE INVENTION

[0001] Tens of billions of dollars are spent on advertising andpromotion in the United States each year. There are numerous advertisingmediums (i.e., print, broadcast, outdoor, Internet, direct-mail, eventsponsorship, etc.). By employing these methods, marketers strive to cutthrough the clutter of ads that bombard consumers in an effort to createtop-of-mind awareness for their brand's features and benefits.Nonetheless, most advertising industry experts agree that large portionsof advertising budgets (about 50% according to industry sage, DavidOgilvy) are wasted. (It stands to reason that if you are only one ofdozens of ads in a two or three hundred page magazine, your message caneasily be overlooked.)

[0002] In the area of promotion spending, marketers experience similarunfavorable results. In fact, according to the latest data from CMS,Inc., a leader in the area of promotion research, only about 1% of the333 billion coupons distributed in 2001 were redeemed (a decline of 11%versus coupon redemption levels for the previous year).

[0003] The advertising and promotion industry is clearly in need of anew and improved method to enhance desired effects on consumers. Inparticularly, it would be desirable to be able to reinforce a brand'simage or usage, extend the life of a brand's advertisement and/orincrease the level of interaction the consumer has with a brand'sadvertising.

BRIEF DESCRIPTION OF THE DRAWINGS

[0004] Detailed description of embodiments of the invention will be madewith reference to the accompanying drawings:

[0005]FIG. 1 is a perspective view of an exemplary food containerincluding pop-outs for presenting advertisements to purchasers of foodpackaged in the food container;

[0006]FIG. 2 shows the food container of FIG. 1 with the pop-outsseparated from the top surface of the food container;

[0007]FIG. 3 illustrates steps of a procedure for assembling thepop-outs of FIG. 2 into a three-dimensional object, namely, a modelairplane toy;

[0008]FIG. 4 is a perspective view of another exemplary food containerincluding pop-outs for presenting advertisements to purchasers of foodpackaged in the food container;

[0009]FIG. 5 shows the food container of FIG. 4 with the pop-outsseparated from the top surface of the food container;

[0010]FIG. 6 illustrates steps of a procedure for assembling thepop-outs of FIG. 5 into a three-dimensional object, namely, a cowfigurine; and

[0011]FIG. 7 is a flowchart showing major steps of an exemplary methodof manufacturing food containers including pop-outs for presentingadvertisements to purchasers of food packaged in the food containers.

DETAILED DESCRIPTION

[0012] The following is a detailed description of the best presentlyknown mode of carrying out the invention. This description is not to betaken in a limiting sense, but is made merely for the purpose ofillustrating the general principles of the invention.

[0013] The articles and methods of the present invention generallyinvolve providing advertising and/or promotional messages on unique“platforms” that do not (typically) carry advertising or promotionalmessages and that are on display among desired consumers for extendedperiods of time. Exemplary platforms include, but are not limited to,corrugated, paperboard or chipboard boxes used for packaging and/ordelivering food (e.g., pizza, donuts, etc.)

[0014] According to the present invention, consumer interaction with anadvertised or promoted brand and/or brand logo is increased by providingthe consumer with a desirable object such as a toy or “premium” (e.g.,airplane, truck, game, puzzle, robot, action figure, brand oradvertising mascot, etc.) that is part and parcel of the advertisementor promotional message. By way of example, such a toy or premium bearingmarketing indicia is formed as a part of, but is easily detachable from,the platform. In various embodiments of the present invention, a foodcontainer is formed with a plurality of detachable surface portions, oneor more of which include marketing indicia. The surface portions (orpieces) are formed such that the consumer can easily assemble the piecesinto a three-dimensional object once they are detached from the foodcontainer.

[0015] The present invention facilitates extended consumer exposure tomarketing vis-à-vis the enhanced level of consumer interactivity thatresults from detaching, assembling, viewing and perhaps even keeping andrepeatedly viewing the pieces of the three-dimensional objects bearingthe marketer's advertising and/or promotional message (rather thansimply discarding the food container, as in the usual case with usedcontainers). The present invention also provides “value-added” to anotherwise single-use container.

[0016] Referring to FIG. 1, according to an exemplary embodiment of thepresent invention, a food container 100 is formed with a plurality ofdetachable surface sections (i.e., pop-outs) one or more of which bearadvertising indicia. The food container 100 is a pizza box formed, forexample, from corrugated cardboard, paperboard or chipboard. It shouldbe appreciated, however, that the principles of the present inventionare also applicable to other types of food containers (e.g., boxesdesigned to accommodate other types of food), and that materials otherthan those explicitly disclosed herein can also be used to form the foodcontainers of the present invention.

[0017] In the illustrated exemplary embodiment, the pop-outs are formedwithin a top surface 102 of the food container 100 as shown and includea fuselage section 104, an upper wing section 106, a lower wing section108, a tail section 110, and a propeller section 112. The fuselagesection 104 is a two-sided piece formed with complementary slits 114 inits center portion and complementary slits 115 in its tail portion.After the fuselage section 104 is detached from the food container 100,the consumer can fold it in two along the fuselage bottom edge 116 suchthat the pairs of advertising indicia 118 and 120 can be seen onopposite sides of the fuselage section 104. The upper wing section 106is formed with a pair of slits 122 and bears advertising indicia 124 asshown. The lower wing section 108 is formed with a pair of flaps 126, apair of struts 128, and a pair of wheels 130. Each of the flaps 126 isdefined by a pair of opposing cut lines 132 and a fold line 134 (shownwith a dashed line). Each of the struts 128 is defined by a pair ofopposing cut lines 136 and a fold line 138. Each of the wheels 130 isdefined by a cut line 140.

[0018] In the illustrated exemplary embodiment, advertising indicia areprovided on the fuselage section 104 and on the upper wing section 106.It should be appreciated, however, that the advertising indicia cancomprise one or more different advertisements, promotions, etc. and thatthe number and positioning of the advertising indicia can be adjusted ormodified depending upon the particular nature of the advertising indiciaas well as upon the particular design of the three-dimensional objectwhich, in turn, determines which pop-out sections are most visible afterthey have been assembled (as discussed below) into the three-dimensionalobject.

[0019] Exemplary advertising indicia comprise a logo, design, image,symbol, text or any combination of these. The advertising indicia can,but do not necessarily, pertain to one or more of the following: abusiness entity other than a retail seller of food who is using the foodcontainer to package food, goods or services other than those providedby a retail seller of food who is using the food container to packagefood, and an event or other promotion unaffiliated with businessoperations conducted by a retail seller of food who is using the foodcontainer to package food. It should also be understood that, in otherembodiments of the present invention, the advertising indicia pertainto: a retail seller of food who is using the food container to packagefood, goods or services provided by a retail seller of food who is usingthe food container to package food, and/or an event or other promotionaffiliated with business operations conducted by a retail seller of foodwho is using the food container to package food.

[0020] A die cutter or the like is used to form, in a flat, a series ofscores of various depths. Complete (through and through) cuts are madeat the trim edges of the food container 100. Partial scores are made tothe individual pieces 104, 106, 108, 110, and 112 of the premium inorder to facilitate easy detachment (as shown in FIG. 2), either by handor with scissors, by the consumer.

[0021]FIG. 3 illustrates steps of a procedure for assembling thepop-outs of FIG. 2 into a three-dimensional object, namely, a modelairplane toy 200. Step 1. Fold the fuselage section 104 along its bottomedge 116 to form the two-sided piece as illustrated, and punch out theslits 114, 115. Step 2. Punch out the slits 122 in the upper wingsection 106 (these slits used to house the struts 128 of the lower wingsection 108. Step 3. Cut the flaps 126, struts 128 and wheels 130 andtheir respective cut lines 132, 136 and 140 (without cutting the foldlines 134 and 138). Step 4. Insert the tail section 110 and the lowerwing section 108 into the fuselage section 104, and attach the propellersection 112 with a pin as shown. Step 5. Place the upper wing section106 over the lower wing section 108 and insert the struts 128 into theslits 122 on the upper wing section 106. Step 6. Fold out the flaps 126and the wheels 130. Assembly directions, such as those provided in FIG.3, can also be printed on (or otherwise provided to the consumer) withthe food container 100.

[0022] Various three-dimensional shapes and figures such as airplanes,trucks, games, puzzles, action figures, brand mascots or other itemsthat carry an advertised brand's logo, or other advertising orpromotional indicia, also fall within the scope of the presentinvention.

[0023] Referring to FIG. 4, according to another exemplary embodiment ofthe present invention, a food container 400 is formed with a pluralityof detachable surface sections (i.e., pop-outs) one or more of whichbear advertising indicia. As with the embodiment described withreference to FIGS. 1-3, the food container 400 is a pizza box formed,for example, from corrugated cardboard, paperboard or chipboard. Thepop-outs are formed within a top surface 402 of the food container 400as shown and include a body section 404, a forward legs section 406, anda hind legs section 408. The body section 404 is a two-sided pieceformed with complementary slits 410 in its forward portion andcomplementary slits 412 in its hind portion. After the body section 404is detached from the food container 400, the consumer can fold it in twoalong the body top edge 414 such that the pair of advertising indicia416 can be seen on opposite sides of the body section 404. The forwardlegs section 406 is a two-sided piece formed with adjoiningcomplementary slits 418. Similarly, the hind legs section 408 is atwo-sided piece formed with adjoining complementary slits 420. After theforward legs section 406 and the hind legs section 408 are detached fromthe food container 400, the consumer can fold them in two along the topedges 422 and 424, respectively.

[0024] In the illustrated exemplary embodiment, advertising indicia areprovided on the body section 404 as described above. It should beappreciated, however, that the advertising indicia can comprise one ormore different advertisements, promotions, etc. and that the number andpositioning of the advertising indicia can be adjusted or modifieddepending upon the particular nature of the advertising indicia. As withthe previously described embodiment, exemplary advertising indiciacomprise a logo, design, image, symbol, text or any combination ofthese. The advertising indicia can, but do not necessarily, pertain toone or more of the following: a business entity other than a retailseller of food who is using the food container to package food, goods orservices other than those provided by a retail seller of food who isusing the food container to package food, and an event or otherpromotion unaffiliated with business operations conducted by a retailseller of food who is using the food container to package food.

[0025] A die cutter or the like is used to form, in a flat, a series ofscores of various depths. Complete (through and through) cuts are madeat the trim edges of the food container 400. Partial scores are made tothe individual pieces 404, 406, and 408 of the premium in order tofacilitate easy detachment (as shown in FIG. 5), either by hand or withscissors, by the consumer.

[0026]FIG. 6 illustrates steps of a procedure for assembling thepop-outs of FIG. 5 into a three-dimensional object, namely, a cowfigurine 500. Step 1. Fold the body section 404 along its body top edge414 to form the two-sided piece as illustrated. Step 2. Fold the forwardlegs section 406 and the hind legs section 408 at their top edges 422and 424, respectively. Step 3. Insert the forward legs section 406 andthe hind legs section 408 into the slits 410 and 412, respectively. Step4. Display the resulting cow figurine 500. Assembly directions, such asthose provided in FIG. 6, can also be printed on (or otherwise providedto the consumer) with the food container 400.

[0027] Thus, in an exemplary embodiment of the present invention, a foodcontainer includes a single-piece folded box suitable for storing food,the box being formed with one or more pop-out surface portions at leastone of which bears advertising indicia. In another exemplary embodimentof the present invention, a food container includes a corrugatedcardboard pizza box, the box being formed with one or more pop-outmembers bordered by cuts, scores and/or perforations in the box, atleast one surface of the pop-out members including advertising indicia.In various embodiments of the present invention, the one or more pop-outsurface portions are shaped such that they can be fitted together toform a three-dimensional object (such as a toy, model, or animalfigure). As discussed above, in certain embodiments of the presentinvention, the advertising indicia pertain to one or more of thefollowing: a business entity other than a retail seller of food who isusing the food container to package food, goods or services other thanthose provided by a retail seller of food who is using the foodcontainer to package food, and an event or other promotion unaffiliatedwith business operations conducted by a retail seller of food who isusing the food container to package food. In other embodiments, theadvertising indicia pertain to: a retail seller of food who is using thefood container to package food, goods or services provided by a retailseller of food who is using the food container to package food, and/oran event or other promotion affiliated with business operationsconducted by a retail seller of food who is using the food container topackage food.

[0028]FIG. 7 is a flowchart showing major steps of an exemplary method700 of manufacturing food containers including pop-outs for presentingadvertisements to purchasers of food packaged in the food containers. Atstep 702, flat-form sheets (e.g., corrugated sheets) are fed intoprinting/drying stations. For example, corrugated sheets in flat-form,which are made from a combination of linerboard sheets laminated to apaper medium, are stacked in a loading tray or feed section positionedat the start of the press. At step 704, advertising indicia are appliedto one or more portions of the corrugated sheets at the printing/dryingstations. For example, ink is applied at the printing/drying stations tocreate an image on what will become the outside surface of the foodcontainer. The number of printing/drying stations is determined by thenumber of colors being applied to the (corrugated) sheets, typically,from one to as many as seven colors. It is at this stage that theadvertising or other indicia are applied to the (corrugated) sheets.More specifically, at this stage, both the graphics for the foodcontainer and the ad/promotional message to be featured on the premiumare printed. The sheets now exit the final printing/drying station and,depending on the equipment used, either: exit the printing press througha sheet ejector where they are conveyed via a conveyor belt to bestacked on pallets by press operators, or go directly (via an in-lineprocess) to the die-cutting station. The next step 706 generallyinvolves cutting through the (corrugated) sheets to form the foodcontainer (e.g. box) design, and cutting, scoring and/or perforatingalong borders of the one or more portions to form one or more pop-outsfor each food container design. For example, once the sheets arrive atthe cutting station, either as a separate step or in-line, they aresubjected to a series of rotary die-cutting blades where they aresimultaneously: cut-through to form the box design (with the trim fromthe outer edges being removed); and cut, scored and/or perforated inaccordance with the indicia or advertising design. In one embodiment ofthe present invention, these cuts, scores and perforations are made insuch a manner as to enable consumers to easily “pop out” or remove theshapes from the box without the need for scissors, knives or othertools. At optional step 708, the printed and cut corrugated sheets areshrink-wrapped in bundles and palletized for delivery.

[0029] Thus, in another exemplary embodiment of the present invention, amethod of manufacturing food containers including pop-outs forpresenting advertisements to purchasers of food packaged in the foodcontainers includes the steps of: applying advertising indicia to one ormore portions of a plurality of flat-form corrugated sheets; and cuttingthrough the corrugated sheets to form a box design and cutting, scoringand/or perforating along borders of the one or more portions to form oneor more pop-outs for each box design. In one embodiment of the presentinvention, this method further includes the step of: shrink-wrapping theprinted and cut corrugated sheets in bundles and palletizing the bundlesfor delivery.

[0030] Containers manufactured as described above are then shipped,usually in flat form, to retail operators where they arefolded/constructed into a usable form depending on the primary purposeof the container. For example, a box is constructed which has variousshapes that are ready to be popped, perfed or cut out from the top panelby the consumer. After the initial/primary use of the container, theconsumer simply removes the pieces from the top panel of the containerand, following instructions provided, assembles them into thethree-dimensional premium. The container is then discarded (e.g.,recycled), while the three-dimensional “premium” is used or displayed bythe consumer, thereby serving to communicate a specific advertising orpromotional message on an ongoing basis.

[0031] Although the present invention has been described in terms of theembodiment(s) above, numerous modifications and/or additions to theabove-described embodiment(s) would be readily apparent to one skilledin the art. It is intended that the scope of the present inventionextends to all such modifications and/or additions.

I claim:
 1. A food container, comprising: a single-piece folded boxsuitable for storing food, the box being formed with one or more pop-outsurface portions at least one of which bears advertising indicia.
 2. Thefood container of claim 1, wherein the box is formed with corrugatedcardboard.
 3. The food container of claim 1, wherein the box is a pizzabox.
 4. The food container of claim 1, wherein the one or more pop-outsurface portions are shaped such that they can be fitted together toform a three-dimensional object.
 5. The food container of claim 4,wherein the three-dimensional object is a toy.
 6. The food container ofclaim 4, wherein the three-dimensional object is a model.
 7. The foodcontainer of claim 4, wherein the three-dimensional object is an animalfigure.
 8. The food container of claim 1, wherein the advertisingindicia pertain to a business entity other than a retail seller of foodwho is using the box to package food.
 9. The food container of claim 1,wherein the advertising indicia pertain to goods or services other thanthose provided by a retail seller of food who is using the box topackage food.
 10. The food container of claim 1, wherein the advertisingindicia pertain to an event or other promotion unaffiliated withbusiness operations conducted by a retail seller of food who is usingthe box to package food.
 11. The food container of claim 1, wherein theadvertising indicia pertain to a retail seller of food who is using thebox to package food.
 12. The food container of claim 1, wherein theadvertising indicia pertain to goods or services provided by a retailseller of food who is using the box to package food.
 13. The foodcontainer of claim 1, wherein the advertising indicia pertain to anevent or other promotion affiliated with business operations conductedby a retail seller of food who is using the box to package food.
 14. Afood container, comprising: a corrugated cardboard pizza box, the boxbeing formed with one or more pop-out members bordered by cuts, scoresand/or perforations in the box, at least one surface of the pop-outmembers including advertising indicia.
 15. The food container of claim12, wherein the one or more pop-out members are shaped such that theycan be fitted together to form a three-dimensional object.
 16. The foodcontainer of claim 15, wherein the three-dimensional object is a toy.17. The food container of claim 15, wherein the three-dimensional objectis a model.
 18. The food container of claim 15, wherein thethree-dimensional object is an animal figure.
 19. The food container ofclaim 14, wherein the advertising indicia pertain to a business entityother than a retail seller of food who is using the box to package food.20. The food container of claim 14, wherein the advertising indiciapertain to goods or services other than those provided by a retailseller of food who is using the box to package food.
 21. The foodcontainer of claim 14, wherein the advertising indicia pertain to anevent or other promotion unaffiliated with business operations conductedby a retail seller of food who is using the box to package food.
 22. Thefood container of claim 14, wherein the advertising indicia pertain to aretail seller of food who is using the box to package food.
 23. The foodcontainer of claim 14, wherein the advertising indicia pertain to goodsor services provided by a retail seller of food who is using the box topackage food.
 24. The food container of claim 14, wherein theadvertising indicia pertain to an event or other promotion affiliatedwith business operations conducted by a retail seller of food who isusing the box to package food.
 25. A method of manufacturing foodcontainers including pop-outs for presenting advertisements topurchasers of food packaged in the food containers, the methodcomprising the steps of: applying advertising indicia to one or moreportions of a plurality of flat-form corrugated sheets; and cuttingthrough the corrugated sheets to form a box design and cutting, scoringand/or perforating along borders of the one or more portions to form oneor more pop-outs for each box design.
 26. The method of manufacturingfood containers of claim 25, further comprising the step of:shrink-wrapping the printed and cut corrugated sheets in bundles andpalletizing the bundles for delivery.